Advertising as an indicator of parasitic capital forms in the modern Russian economy (Literature review)

The article provides an overview of scientific papers investigating advertising as a phenomenon in the context of various manifestations of platform capitalism in Russia. The theoretical basis of the review was N. Srniček's concepts of “platform capitalism”, and financialization (C. Lapavitsas), the “new spirit of capitalism” (L. Boltansky and E. Chiapello), and rent-oriented behavior (A. Krueger). Based on the analysis of advertising strategies of key sectors of the economy – banking, pharmaceutical, telecommunications and logistics marketplaces (Ozon, Wildberries) – the universal mechanisms of rent extraction through monetization of basic needs, control of infrastructure and data are systematized. The article also examines the Russian academic discourse on advertising, which, despite some critical works, is often reduced to a technocratic approach in applied industry research. In conclusion, the directions for the development of public expert control over the media sphere are proposed to limit the destructive effects of the platform economy.

Keywords: media and advertising discourse; parasitic capital; platform capitalism; financialization; economic monopolization; advertising strategies; academic discourse; marketplaces; mobile operators; banking sector; Big Pharma.

For citation: Sokolov S.V. Advertising as an indicator of parasitic capital forms in the modern Russian economy (Literature review) // Social novelties and social sciences. – 2025. – N 4. – P. 32–50.
DOI: 10.31249/snsn/2025.04.02

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